Exploring the role of personality, trust, and privacy in customer experience performance during voice shopping: Evidence from SEM and fuzzy set qualitative comparative analysis

• Published in: International journal of information management Vol. 58; p. 102309
• Main Authors: Bawack, Ransome Epie, Wamba, Samuel Fosso, Carillo, Kevin Daniel André
• Format: Journal Article
• Language: English
• Published: Kidlington Elsevier Ltd 01.06.2021; Elsevier Science Ltd; Elsevier
• Subjects: Artificial intelligence; Comparative analysis; Customer experience; Customer satisfaction; Fuzzy sets; Humanities and Social Sciences; Mathematical models; Model testing; Multivariate statistical analysis; Personality; Personalization; Prior experience; Privacy; Qualitative analysis; Shopping; Smart speaker; Trust; Voice; Voice shopping; Privacy; Smart speaker; Personalization; Voice shopping; Personality; Prior experience; Customer experience; Trust; Artificial intelligence
• ISSN: 0268-4012; 1873-4707
• DOI: 10.1016/j.ijinfomgt.2021.102309

•We explore the role of personality, trust, and privacy in customer experience performance during voice shopping.•We present three combinations of these factors that lead to high customer experience performance.•Agreeableness positively affects trust.•Conscientiousness positively affects trust.•Emotional instability negatively affects privacy concerns. Voice shopping is becoming increasingly popular among consumers due to the ubiquitous presence of artificial intelligence (AI)-based voice assistants in our daily lives. This study explores how personality, trust, privacy concerns, and prior experiences affect customer experience performance perceptions and the combinations of these factors that lead to high customer experience performance. Goldberg’s Big Five Factors of personality, a contextualized theory of reasoned action (TRA-privacy), and recent literature on customer experience are used to develop and propose a conceptual research model. The model was tested using survey data from 224 US-based voice shoppers. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). PLS-SEM revealed that trust and privacy concerns mediate the relationship between personality (agreeableness, emotional instability, and conscientiousness) and voice shoppers’ perceptions of customer experience performance. FsQCA reveals the combinations of these factors that lead to high perceptions of customer experience performance. This study contributes to voice shopping literature, which is a relatively understudied area of e-commerce research yet an increasingly popular shopping method.